IT has been said on multiple occasions that wine consumption is a relatively good gauge on how an economy is performing.
If that were truly the case, then the Philippines must be in a good place these days, as over the past month, three wine-exporting countries have introduced or reintroduced themselves and their wines to the country.
First, there was Spain and Australia, and then just recently it was Italy and its Gruppo Italiano Vini that was in the country to present Northeast Italy’s premier wine collection over dinner at the Sofitel Philippine Plaza Manila.
That was my introduction to Italy’s leading wine producer, which has 15 wine cellars and over 1,340 hectares of vineyards. It was also an evening where I have drank the most wines in my life.
Based in Verona, Gruppo Italiano Vini lets each winery operate as a distinct regional business. The wine company, considered as having one of the biggest worldwide sales, has wines for mass distribution, selective distribution and the food-industry channel.
The Asia Pacific now is considered as the third-biggest wine-consuming region in the world, after Europe and the Americas. In fact, China, including Hong Kong, is now the largest red-wine market worldwide.
Also, the region, by next year, is expected to spend 52 percent of its wine expenditures on imported wines. Yes, we are having more of what once was considered as elite European drink.
Here in the Philippines, where we are still a predominantly beer-consuming country, wine consumption is expected to grow by 8 percent in two years. Not yet the double-digit growth, as compared to some of our neighbors but if you factor in the population and the rising middle class, then it becomes really tempting for wine-exporting countries.
Ah, the middle class. Who are these people anyway? The Economist has defined them as those who have roughly a third of their income as disposable. It said that, since eight years ago, Asia has more of them than in the Western part of the world.
You could say that there are Filipinos now whose quality of life has allowed them to explore other avenues of leisure, including some form of indulgence in wines, which are seen as premium-image products.
Looking back, my first exposure to wine tasting was when Laura San Jose was the executive director of the Spanish Chamber of Commerce in the Philippines (La Cámara). They were constantly doing those wine tasting seminars in and around Metro Manila and through some key cities across the country.
I hope Lally, as Laura is fondly called by those who know her, can correct me if I am wrong but from what I remember, participants were to seat for half a day listening to the lectures of wine connoisseur Sherwin Lao, and then drinking about 10 varieties of wine along the way.
Coming from someone who does not really drink any form of alcohol, except for those social events that I get to be invited once in a while, I found it unbelievable that participants can go through 10 glasses of wines in half a day without getting drunk.
The La Cámara did good back then, as awareness of Spanish wines increased tremendously in the country. Spanish wines were presented as affordable in cost but come at a high quality.
It was relationship-building, as it provided a face to Spanish wines, educated Filipinos about them, and those who attended the winetasting seminars heard stories about those wines.
Basically, what Lally and her team back then did was localize the push for Spanish wines in the country. They were spreading the wine culture through those seminars. They were not just bringing in trade missions. They were connecting Spanish wines with the targeted consumer segment.
That seems to be the same approach that Gruppo Italiano Vini is trying to do in the country, as its Japan Country Manager Maurizio Bertacchini told me that these are exciting times for the Philippines.
He said they already have three distributors in the country, and that they are looking to triple their sales in the country over the next two years.
Bertacchini then said they want to be here in the country long term and that they are not just selling wines, but also a piece of history.
According to Bertacchini, Metro Manila, including its very messy traffic situation, reminds him a lot of Italy. Now, there is an interesting thought.
Comparing Italian wines with those from Spain and Australia, Bertacchini said that those coming from the land Down Under is a new market but have good products, while Spanish wines are from Old World country with good range and quality.
He then said that Italian wines are good companions to a wide variety of food, including lechon, which he likened to their own porchetta. For those who are not familiar with it, a porchetta is a boneless pork roast that is considered as a culinary Italian tradition.
The Bolla wines introduced by Bertacchini over dinner included Cremant De Bourgogne, Le Poiane Valpolicella Ripasso, Melini, Chianti Classico Reserva DOCG, Pinot Grigio Delle Venezie IGT and Torralta Conegliano Valdobbiandene.
Those are hard names to type, and I sure know I will need help from our columnist Cristina Moricca in pronouncing them. But one thing I learned after that dinner was all those wines had their distinct quality, and really went well with the food that were served.
Kudos to Sofitel for hosting the Bolla wine dinner. Good wine. Good food. Good company. There is just nothing more to ask from a dinner.
Oh, and If you are not into any of those alcoholic drinks, do consider drinking wine in moderation. There are just some health benefits that go with it.
It has been said that red wine is good for the heart, while also providing healthier blood vessels and preventing blood clots. It is also said to have antiaging effects, kills cancer cells and prevents strokes. White wines are also said to be good for the lungs.
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For comments, suggestions and reactions, I can be reached at raalzona@yahoo.com.
Image credits: Rodel Alzona